2025 FOOD KOL RANKING: WHO’S INFLUENCING THE ‘WHAT TO EAT’ TOPIC? [RESTAURANTS / STREET FOOD / BUFFET / CONVENIENCE STORES EDITION]
In recent years, many snack stalls and restaurants have gone viral thanks to a single video or post by food Key Opinion Leaders (KOLs), instantly turning hidden gems into must-visit spots with long queues. From night market eats and new convenience store products to high-end restaurants, the influence of KOLs is no longer just about “recommending tasty food,” but about shaping definitive “must-eat lists”. Through the AIE Influencer Evaluation Database, AsiaKOL has compiled the latest 2025 Food KOL Rankings along with content trends across four major food categories—offering a comprehensive look at who is driving the next wave of food trends.
1. Top 20 Food KOL Rankings in 2025:
Food-related content remains a key battleground for video traffic. To win over audiences, dishes must look appetizing on camera, and the presentation needs to be clear, engaging, and smooth. Using our proprietary AIE Influencer Evaluation Database, AsiaKOL has compiled the 2025 Top 20 Food KOL Rankings. Most of these KOLs are active across multiple platforms, including Facebook, Instagram, YouTube, and even Threads. At the same time, they don’t limit themselves to food alone—many also branch into tech (3C), pets, lifestyle content, and competitive eating challenges, leveraging their existing fan bases to amplify the reach and impact of their food-related content.
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2. Night Market Snacks/Local Cuisine: A Strong Taste of Taiwan, Nostalgic Storytelling That Awakens Collective Memories
(1) “Night Market Snacks/Local Cuisine” – Top 10 Facebook Content Engagement Rankings
In the Facebook engagement rankings for “Night Market Snacks/Local Cuisine,” “I’m Marco” took the top spot. Other food KOLs such as Chien-Chien and Bajenny also sparked high levels of discussion with their in-depth food exploration videos.
Taiwan’s night markets and local snacks are not just about flavor—they are shared memories of growing up for many people. When KOLs post photos of dishes like braised pork rice (lu rou fan), braised snacks, or traditional sliced meats (hei bai qie), they instantly trigger emotional resonance tied to a sense of “home”. Comment sections are often filled with remarks like, “I used to eat here all the time as a kid!” or “I have to eat this next time I go back to Tainan”, with many users even tagging friends to plan food crawls together.
Even more interestingly, when a hidden alleyway eatery has been endorsed by celebrities and is later visited and shared by KOLs, it becomes even more likely to spark trust and curiosity among fans. The mindset of “If both celebrities and KOLs love it, it must be really good” acts as a powerful psychological trigger—making these tucked-away local food spots especially irresistible to audiences.
(2) “Night Market Snacks/Local Cuisine” – Top 10 Instagram Content Engagement Rankings
In the Instagram engagement rankings for “Night Market Snacks/Local Cuisine”, “EatHa” took the top spot. Short videos and narrative-driven content are gradually replacing simple food photos, especially evident on Instagram. Many creators now combine storytelling with short-form videos to capture the process of preparing street food: from the ingredients going into the pot to the steaming dish being served, to the vendor shouting orders or the sizzling sound of ingredients in a wok. The immersive use of sound (like the clatter of a wok or the vendor’s calls) makes viewers feel as though they are right there in the moment, creating a sense of shared experience with the KOL, as if sitting at the stall together.
⭐️ Insight: The appeal of night market food lies in its emphasis on “who you eat with” and “what memories it evokes.” Most of the interactions come from fans’ emotional resonance and their personal responses.
3. Convenience Stores/Supermarkets: Everyone’s Out Exploring, KOLs Unbox and Get Creative with Food
(1) “Convenience Store/Supermarket Food” – Top 10 Facebook Content Engagement Rankings
The top spot in the Facebook engagement rankings for “Convenience Store/Supermarket Food” goes to “Chien-Chien”, who frequently collaborates with convenience stores. Convenience stores, which are found on nearly every street corner, are a favorite spot for Taiwanese people to go “exploring” for new snacks and limited-edition products. From coffee and desserts to seasonal releases, new items often spark discussions. Ice cream and co-branded snacks, in particular, tend to generate the most interaction due to their affordable prices, allowing consumers to easily join the conversation after purchase. KOLs often document their shopping process and first bite, which encourages fans to comment things like “Just bought this to try!” or “Is this better than XX brand?”. This also sparks a wave of user-generated content (UGC). Supermarket food is ideal for home unboxing and cooking, and inviting family members to join in and rate the dishes, adding more credibility. Pairing this with a giveaway at the end of the post further attracts fans to engage in the comments.
(2) “Convenience Store/Supermarket Food” – Top 10 Instagram Content Engagement Rankings
On Instagram, the top spot for content engagement in the “Convenience Store/Supermarket Food” category goes to “Iamtersa0424”. Convenience stores are known for quickly rolling out new items, and exclusive quirky gadgets or co-branded food products are often the first to be unboxed by food influencers. Additionally, on Instagram, there is a strong trend toward “DIY creativity.” For example, KOLs might mix convenience store drinks to create “budget bubble tea”, make homemade cocktails, or assemble elaborate bento boxes from supermarket ingredients. These content pieces carry an experimental and participatory vibe, encouraging fans to join in and try their own versions. Comment sections quickly turn into “recipe exchange zones”, further fueling discussions about the products.
⭐️ Insight: The core of convenience store/supermarket food is “something everyone can participate in”. Interaction stems from the immediate experience of trying new products and the fans’ ability to recreate and innovate on their own.
4. Restaurant Cuisine: Atmosphere is Key, Camera from KOLs to Create an “Unmissable” Dining Experience
(1) “Restaurant Cuisine” – Top 10 Facebook Content Engagement Rankings
In the Facebook rankings for restaurant cuisine content, Marcohu1216 took the top spot. Compared to street food or convenience store items, the key for restaurants isn’t just the food itself—it’s the overall atmosphere of the experience. Whether it's a high-end restaurant with a million-dollar view or a retro-themed spot that feels like stepping into another country, KOLs focus on creating an experience through their videos that goes beyond just “delicious food”, it’s about showcasing “a scene worth checking out” and emphasizing the full dining experience.
(2) “Restaurant Cuisine” – Top 10 Instagram Content Engagement Rankings
On Instagram, the top spot for content engagement in the “Restaurant Cuisine” category goes to 4foodie. Restaurant-related posts often emphasize “visual appeal + storytelling”. For example, capturing the chef’s intense focus while cooking, or showcasing extravagant plating and the unique decoration of a renovated old house, these posts satisfy both the desire to eat and to take beautiful photos. After seeing such posts, fans often leave comments like “This place is gorgeous! This will be the spot for our next date!”.
⭐️ Insight: The core of restaurant cuisine content is to make fans feel that “if you miss this place, you’re missing out on an experience worth sharing”.
5. All-You-Can-Eat: A Dopamine-Pumping, Unlockable Challenge Experience
(1) “All-You-Can-Eat” – Top 10 Facebook Content Engagement Rankings
In the All-You-Can-Eat category on Facebook, “Sunny5738” claimed the top spot. All-you-can-eat restaurants are a popular choice for gatherings in Taiwan, offering a wide variety of ingredients and both meat and vegetarian options. KOLs unbox these all-you-can-eat experiences by showcasing the restaurant’s layout, table setups, and the variety of dishes available through extensive photos and captions. It’s like a guidebook that helps followers “unlock” the different food options, quickly highlighting the best features of the restaurant.
(2) “All-You-Can-Eat” – Top 10 Instagram Content Engagement Rankings
The top spot on Instagram for All-You-Can-Eat content goes to “Dubseddy”. He uses short videos to highlight the luxury and challenge of an all-you-can-eat experience. The videos emphasize a repetitive, almost hypnotic rhythm of “grab, eat, repeat,” paired with close-up shots of the sizzling, mouthwatering dishes, creating the feeling that viewers are “eating until they’re full” right alongside him. This exploratory video style makes the audience feel like they’re “taking on the challenge” with him. Recently, some all-you-can-eat restaurants have also introduced “DIY experience zones”, allowing viewers not only to see the food but to imagine the fun of hands-on participation, sparking excited comments from fans.
⭐️ Insight: The social appeal of all-you-can-eat content lies in its “sense of exploration + challenge”. The content feels like a “level-up game”, encouraging fans to watch and think: “Next time, I’ll take on the challenge too”.
Conclusion: Food KOLs Are Reshaping the Authority on “What to Eat”
Food KOLs are no longer just about “eating for you to watch”, they’ve transformed food reviews into entertaining content by tapping into the nostalgia of night markets, the participatory aspect of convenience stores, the atmosphere of restaurants, and the challenge of all-you-can-eat experiences. These KOLs are sparking emotional connections and engagement, turning food content into an immersive experience. From their photo guides to immersive short videos, they’re not only driving restaurants to viral popularity and long queues but are also becoming an undeniable traffic engine in the restaurant industry. In 2025, the influence of food KOLs will continue to expand, further elevating the food and beverage industry.
